Category Archives: S

Staff

What it means

Staff are all paid employees of the organization from the CEO to the front line. They typically make up the largest line item in a museum’s budget. Museums also have an array of other service providers, including regular vendors, contractors, and others who are all seen by visitors in the same light as paid employees and who contribute profoundly to the organization’s success. Paid employees, however, have access to different information and are held to higher standards.

How it’s used

While all members of the museum community are expected to uphold its values and serve to engage the public, it is the museum staff that are ultimately responsible for this work and are paid to represent the museum in the eyes of the public. The museum is responsible to ensure that anyone actively working with the museum conducts themselves appropriately because they are in effect representing the museum even though they may not be staff.

Staff are thought workers who help shape the direction of the organization. They are the core team that carries out the museum’s mission and activates the strategic plan. As such, they are critical to the success of the organization and are not just resources in the same vein as facilities or collections.

Note: The majority of North American museums are small museums, many of which have few or no paid staff. In those cases, the roles and responsibilities of paid employees may fall to board members and volunteers.

Why it matters

Since museums exist to serve the public, all those who interface directly with the public are critical to its purpose. Any negative experience in the museum is a threat to the brand and thus, future visitation, membership, etc.

How a museum treats its employees has a direct impact on audience experience. The health and well-being of museum employees is thus foundational to an organization’s capacity to effectively serve the broader public and fulfill its mission.

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The word “staff” is commonly used for employees who are not part of the leadership and this, in our view, is problematic because it supports a particular mental model.

 

As we see it, the term staff creates a false sense of separation between decision-makers or “thinkers” and “doers.” All employees should all be both decision makers and doers.

 

“Team members” is a better term in our view and all members of the team should be empowered to make executive decisions within their designated area of responsibility, rooted in the organization’s Core Values and also be fully empowered to carry out those decisions. “Staff” as a term interferes with this sense of agency. 

Social Media

What it means

Social media refers to a museum’s owned digital media channels for building community, cultivating a respectful space for dialogue, and leveraging content to support a museum’s mission, strategy, and audience-building goals.

When used with strategic creativity and authenticity, social media can be a powerful platform for amplifying a museum’s voice, personality, and social impact.

How it’s used

Social media is an indispensable part of a strategic marketing communications mix, requiring dedicated resources. Platforms come and go with the ability to make and break organizational reputations, and therefore, require constant management and investment.

Facebook, Instagram, Twitter, YouTube, TikTok, Twitch, and Pinterest are just some of the popular platforms used by museums to engage, connect, and grow their fans and followers. Location-based online communities such as TripAdvisor, Yelp, and Google Business also provide opportunities for audiences to share and rate museum experiences, and these platforms can also make valuable additions to an organization’s social media mix. When planning your social media strategy, it is important to recognize that different communities are on different platforms and they engage differently according to the characteristics of each platform.

An important aspect of this work is monitoring, listening to, and sharing content created by others (user-generated content).

Museums benefit from having social media guidelines, establishing clear rules and parameters for how users—referring to both the public and employees—should use and engage with the organization’s social platforms. This helps balance transparency and freedom of speech with cultivating a respectful community space online, just as a museum would uphold in its physical spaces onsite.

Why it matters

Social media helps to humanize an institution. It gives an accessible voice to an otherwise possibly intimidating organization, creating a direct line of communication between a museum and the people it serves.

Breaking geographical and cultural barriers, social media allows for a range of conversations—from fun quips and rapport-building to customer service and dispelling misinformation—to happen in real-time.

Leveraged strategically, social media can be a powerful way to grow long-term trust, relationships, and loyalty with audiences.